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New Slide: Overview of Brand Transparency - Why & How

on July 20, 2013

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Overview of Brand Transparency - Why & How from Dannielle Blumenthal

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What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

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All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

Objective vs. Subjective Culture and Branding - Simmel

What if we coupled innovation, meaningful positioning, strategic design, cohesive and coherent organizational culture, information technology, corporate social responsibility, etc. etc. and actually came up with an integrated approach to running a business. That would be cool.

The sociologist Georg Simmel would have thought branding was a bad thing - it is fast outpacing the capacity of individuals to think independently and creative on their own. He said: "The tragedy of culture occurs when the growth of objective culture outpaces the growth of subjective culture."

(If anyone is interested here is an article I wrote awhile back on Simmel and branding.)

It's true that Simmel's "objective vs. subjective culture" is not that simple.

Wherever you stand on the matter - that it's a facile distinction or not - it's clear as rain that you see it all the time.

Look at today's Wall Street Journal - the Personal Journal section …

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Copyright 2016 by Dannielle Blumenthal, Ph.D. All opinions are the author's own